Find the Right Message for Better Content Marketing

I keep hearing people talk about this organizing book, The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing by Marie Kondo. I overheard people in the office hallway talk about it. My best friend got really excited about this book. The book has a simple message: If you don’t love it or find it to be useful, get rid of it.

What’s funny to me: I used to work as a professional organizer. And this message is something touted by the entire industry. As the co-author of a book about organizing, it miffed me that my friend ignored my comments about organizing for years. Suddenly this book was her hallelujah answer. Why?

Something was wrong with my message. Or my delivery of it.

Creating the Right Message is Key
Business owners hire me to write blog posts as part of their content marketing. But I often have very little information to work with about the target audience, the type of content, the message, or really anything. I can come up with blog post topics all day long and write them, but that doesn’t mean it’s going to produce results. The message might be wrong. The delivery might be wrong.

How to Find the Right Message

Figuring out what message resonates with your audience will take two things: research and testing. For the testing part, we can write a few blog posts and share them on social media and examine which ones are receiving shares, likes, and comments. We can email two versions of a newsletter to see which approach receives more clicks and opens.

But it’s also important to work out some of these ideas in advance.

  • Talk to your clients and customers about what information they want. What will they find useful?
  • Create personas for your clients.
  • Make a list of your clients (if it’s small enough) and make note of trends. Are they mostly women or men? Old, middle, young? Where do they live?
  • Ask yourself what problem you solve for clients. What problems do they need help with? How can you help?

Finally, what do they want to hear? 

That last one is important. People are always looking for the easy way out. I can tell them all day long how to get organized, but if it sounds difficult, they’re not going to listen. Does your “right” way have an easier path or an easier approach? Is it simple, like Kondo’s message? People often complain that the news should report good things. But if you study what people actually click on, “good” news stories don’t receive anywhere near the same traffic.

I’m not saying your business should focus on the negative. But when it comes time to create content marketing that will resonate, it starts with creating the right message.